Economic uncertainty is on everyone’s mind in 2025. Many businesses are asking if now is the time to pull back on digital advertising. The answer, based on our experience marketing during downturns is clear: do not go dark if you can avoid it.
Instead, use this period as an opportunity to strengthen your brand and outpace competitors.
This article recaps the key lessons from our latest video, which you can watch at the end of this post.
How Did Businesses Change Their Marketing During Recent Downturns?
Our company, Mediaura, has been in digital marketing for 22 years and has witnessed several economic crises, including the 2008 housing crash and the COVID-19 pandemic.
Each downturn brought unique challenges, but also powerful lessons about the value of marketing during tough times.
In 2008, as businesses faced the recession, many shifted budgets from traditional media to digital channels. This move saved businesses money, but it was also a strategic pivot that allowed them to reach customers more efficiently and track results in real time.
During COVID-19, the world paused. Many businesses hit the brakes on marketing. The result? We noticed that companies that stopped advertising lost visibility and, in some cases, never fully bounced back.
In contrast, businesses that kept investing in marketing emerged stronger than their competitors when the economy regained strength.
This trend is backed up by research. A McGraw-Hill study of 600 companies after the 1980s recession found that those that maintained or increased their advertising experienced a 275% sales increase three years after the recession, while those that didn’t only grew by 19%.
Why Marketing Matters Most During a Downturn
Why can cutting your marketing budget during a downturn hurt businesses? When you stop advertising, customers may assume your business is struggling or even closing. This perception can drive them to competitors who remain visible and active.
In uncertain times, consumers want reassurance. They want to know that the companies they buy from are stable and reliable.
Opportunity Amid Uncertainty
When you know what you’re doing, downturns can become an opportunity for growth rather than a challenge.
With fewer competitors advertising, your message can stand out. Ad costs often drop, and the brands that stay visible can capture more market share.
Smart Strategies for Marketing During a Downturn
You do not need to spend recklessly on marketing during a downturn to succeed. The key is to market smarter:
- Reallocate budget to high-performing channels. Focus on digital platforms where you can track every dollar and optimize for results.
- Double down on your core audience. Use retargeting and personalized messaging to stay top-of-mind with existing customers and high-value prospects.
- Adjust your messaging. Speak to the moment. Highlight value, reliability, and empathy. Consumers are more cautious, so show that you understand their concerns and offer solutions that fit their needs.
- Audit your marketing ecosystem. Identify what is working and cut what is not. Optimize campaigns, landing pages, and creative assets for efficiency and effectiveness.
- Invest in content and education. During downturns, buyers do more research. Provide guides, webinars, and resources that position your brand as a trusted expert.
Get Smart About Your Marketing
If you are considering pulling back on marketing in 2025, remember: maintaining your presence will show your customers that you’re still here, and it could even benefit your business in the long term.
For a deeper dive into these lessons, watch our full video.
If you want to use this time period of economic uncertainty as an opportunity to expand or tweak your marketing, reach out to us.
With 25+ years in the digital landscape, I lead Mediaura, a results-driven agency specializing in digital marketing and website design for the Food & Beverage, Spirits, B2B, and Healthcare sectors.
As a passionate digital strategist, I help businesses achieve their goals via innovative marketing solutions and high-converting web design. My team and I excel in:
Performance-Based Digital Marketing Campaigns
AI Search + SEO
Website Design That Converts
Marketing Automation
I’ve partnered with diverse clients throughout my career to help them navigate the ever-evolving digital world and maximize their online presence. I’m dedicated to pioneering industry trends and leveraging the latest technologies to deliver exceptional results.
I’m always seeking new challenges and opportunities to innovate in digital marketing.
